Nicholas Platt, CEO of El Segundo, California marketing agency London : Los Angeles (LO:LA) says the secret to creating a brand story that sticks comes down to 5 soft KPIs that no one tells you about.
If you're in the marketing and advertising business, no doubt you know the name Nicholas Platt.
Founder and CEO of creative marketing agency London : Los Angeles (LO:LA), Nicholas has won numerous industry awards that include Gold at the ECHOs, D&AD, the John Caples International Awards, the DMAs, and the London International Advertising Awards, and the Grand Prix at the New York Festivals.
With 30 years of experience in advertising and direct marketing, Nicholas has worked at such prominent global agencies as Saatchi & Saatchi, Proximity, and TBWA\GGT, on accounts that include Toyota, Nescafe, Bank of America, Flemings, Roy’s, and Mattel. He's also done pro bono work for the Special Olympics and Stand Up to Cancer.
When Nicholas has some advice to share, you'll want to put down your phone, shut your MAC, and listen.
In his most recent article, "5 keys (That no one tells you) for making your brand story stick," Nicholas addresses the soft KPIs that must accompany a new brand or company message to make that story memorable.
You'll find the full article at https://www.thelolaagency.com/2022/05/31/5-keys-that-no-one-tells-you-for-making-your-brand-story-stick
When your company's teams implement a new strategy or project, one of the most important steps is establishing your KPIs.
If you think about the term KPIs, you probably visualize a list of hard metrics, but Nicholas says soft KPIs that rely on your team's experience are just as important and something you should bear in mind.
Much like we remember stories sooner than we'll remember bullet points about a brand’s key distinguishing factors, Nicholas says that when soft KPIs are part of your process, it can mean the difference between an impressive and well-imagined strategy that succeeds, and one that doesn’t quite hit the mark.
Nicholas' article lists five soft KPIs that are always part of his own teams’ concept development process. The first ensures everyone is on the same page.
When you're looking at a problem that needs to be solved, says Nicholas, it's amazing how many different interpretations you'll get from a roomful of strategic thinkers.
By pointing out the similarities and differences in perspectives early on, you can set expectations not just with the work at hand but with each other.
This is when the real brief begins to materialize. Once your team realizes they are thinking differently and they become mindful of the real and tangible possibilities for messaging misses, you can begin to identify common goals.
Nicholas says that a second soft KPI involves all key stakeholders because creating something in isolation will only lead to work that isn’t embraced and doesn’t have ownership.
"Having a working team that understands and articulates how this brand work will have a positive impact on their jobs is invaluable. All the research in the world can’t replace first person real time experience," Nicholas advises.
Celebrating the work that is being created and championing your team champions can also lead to a well-rounded, successfully articulated brand story.
The mission at LO:LA is to ensure you have access to the best marketing minds and best talent for your project. Teams at this agency are constantly looking ahead for new opportunities to drive ongoing growth and engagement. They approach every project with nimble, intelligent collaboration and always with full transparency, involving you every step of the way.
Whether you're looking for expertise in brand and identity, website design and digital experiences, content marketing, and/or campaign marketing, LO:LA is your go-to agency.
As winners of four gold and three silver at the 28th Annual Communicator Awards and one of LA’s most reviewed vendors as declared by manifest Clutch.co, you can bet your goals will become their personal mission.
With the release of his recent article, Nicholas is hoping marketers and businesses alike will see the value soft KPIs bring to the development of a brand story or company message that needs to break through marketplace clutter and noise to stick in the minds of your target consumers.
Is it time you put LO:LA to work on your brand story? Visit https://www.thelolaagency.com/2022/05/31/5-keys-that-no-one-tells-you-for-making-your-brand-story-stick to find out more.
